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Event Detail

Thursday, February 27, 2014

The Brand IDEA: A Discussion and Book Signing

Hauser Senior Fellow and Adjunct Lecturer Nathalie Laidler-Kylander
will be at the Harvard Coop Thursday, Feb 27 at 7:00pm to discuss
her new book. Offering a new framework for nonprofit brand
management, The Brand IDEA (Integrity, Democracy, and Affinity)
eschews traditional, outdated brand tenets of control and
competition largely adopted from the private sector, in favor of a
strategic approach centered on the mission and based on a
participatory process, shared values, and the development of key
partnerships. The results are nonprofit brands that create
organizational cohesion and generate trust in order to build
capacity and drive social impact. The book explores in detail how
nonprofit organizations worldwide are developing and implementing
new ways of thinking about and managing their organizational
brands.